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Benefits of Google Tag Manager

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Examples of overcoming objections and misconceptions about Google Tag Manager. Including overview of the settings for:
1. Security
2. Deployment Costs
3. Marketing Agility
4. Customer understanding
5. Advertiser Spend

Thanks

Phil.

Publicada em: Dados e análise

Benefits of Google Tag Manager

  1. 1. Google Tag Manager Discovery Session
  2. 2. 1. Security 2. Deployment Costs 3. Marketing Agility 4. Customer understanding 5. Advertiser Spend Agenda
  3. 3. 1. Security
  4. 4. Security – 5 levels of protection 2. CustomHTML can only be changed by account with 2stage authentication enabled 3. Can be set to disabled CustomHTML, so that only deploy GA universal, GA classic, Adwords, ComScore (basic) & ClickTale. 4. Environments can be silo-ed for DEV, STAGING and LIVE. 5. Write-access permissions can be restricted on LIVE 1. Google auto scans all scripts added within customHTML and pauses scripts if they match a known stopbadmalware domain, IP or URL.
  5. 5. 2. “Hard to Break”
  6. 6. Tag Management – Reliable & easy to maintain 1. Update old tags (GA classic) 2. Add new tags (e.g. Universal Analytics) 3. Or deploy template tags…
  7. 7. Content sites Using Tag Management Solutions
  8. 8. 2. Standardisation & Maintenance
  9. 9. Legacy Code
  10. 10. Custom Variables vs Page Type <script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-17825253-1']); _gaq.push(['_trackPageview']); (function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })(); </script> </html> Find & Replace …In Global header  Old <body> <!-- Google Tag Manager --> <noscript><iframe src="//www.googletagmanager.com/ns.html?id=GTM- xxxx" height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript> <script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start': new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0], j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src= '//www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j, f); })(window,document,'script','dataLayer','GTM-xxxx');</script> <!-- End Google Tag Manager -->  New
  11. 11. Custom Variables vs Page Type On Drupal there you can use a plugin to Add GTM Link to plugin here.
  12. 12. Future Proofing & W3C Standardisation 1. If Apples are called “Apples” on all websites 2. Plugins output to dataLayer field called “apples” 3. Standardised & faster deployment and import default plugins configurations If every website is different and calls Apples oranges, then standardisation is harder!
  13. 13. Future Proofing & W3C Standardisation
  14. 14. Future Proofing & W3C Standardisation
  15. 15. Custom Variables vs Page Type <!-- GA PAGEVIEW tracker WAS here moved into GoogleTagManager --> <script> window.dataLayer = window.dataLayer || []; dataLayer.push({ "Page_Type": "article", // cd1 "Section": "news", // cd2 "Subsection": "news_consumer", // cd3 "Topic", "news,consumer,gerry-gannon,national …", // cd5 "event": "onload_ga_pageview" }); </script> <!-- NED COUNTER was here - moved into GoogleTagManager Creation Date: 01/08/2014 --> <script> window.dataLayer = window.dataLayer || []; dataLayer.push({ "ns_pageCounter": "home", "sitestat": "home.page", "sitesection1": "none", “sitesection2": "none", "sitesection3": "none", "tvchannel": "none", "contentgenre": "other", “pageversion": 1813585521, "event": "onload_ned_counter_pageview"}); </script> DataLayer
  16. 16. 2. Inline event standardisation
  17. 17. Onclick Data Collection Standardisation
  18. 18. Survey: Which one of the following examples is a Non-Bounce?
  19. 19. Better Non-Bounce tracking 1. Land on News story & read until the end 2. Land on News story & retweet 3. Land on News story interact with Flash Video 4. Land on Join audience page and download the PDF form
  20. 20. Better Non-Bounce tracking cont.. 7. Land on News story & click on #top button 5. Land on News story & spend 29mins on the page 6. Land on News story & click on an external Advert or Banner Ad 8. Land on iPlayer episode & interact with Flash Video
  21. 21. Reminder a Bounce is… Bounce = Only a single interaction in the session (e.g land and immediately exit) Bounce Rate 100% Heartbeats and page scroll events will trigger a second interaction.
  22. 22. GTM fixes that…
  23. 23. Live example… 83.223.104.160/~searchph/_testing_script/____ bath/
  24. 24. Code Maintenance Option A.
  25. 25. Option 1) Quick Fix on existing Drupal website 1a) add “dataLayer.push” window.dataLayer = window.dataLayer || []; dataLayer.push({'eventCategory': 'Media Player', 'eventAction': 'Heartbeat', 'eventLabel': mins.toString(), 'eventValue': 0, 'eventNonInteractive': true, 'event.id': '', 'event': 'onload_mediaplayer_heartbeat'});
  26. 26. Code Maintenance Option B.
  27. 27. Clean Mark-up and no Inline Code
  28. 28. Option b) Clean inline mark-up on buttons and navigation.
  29. 29. Content Performance
  30. 30. Page Type  Utilise new PageType field and Revenue per PageType reports
  31. 31. 2. Data Enrichment
  32. 32. Piggyback existing variables window.dataLayer = window.dataLayer || []; dataLayer.push({'eventCategory': 'Media Player', 'eventAction': 'Heartbeat', 'eventLabel': mins.toString(), 'eventValue': 0, 'eventNonInteractive': true, 'event.id': '', 'event': 'onload_mediaplayer_heartbeat'});
  33. 33. Faster Marketing Capabilities
  34. 34. Demographics – Advertiser “Gold Dust”  x
  35. 35. Affinity Categories
  36. 36. Engagement Metrics  More accurate session engagement metrics for: ► Video Heartbeats ► Homepage banners ► Ads on news pages ► App download tracking ► Outclick tracking ► Social widget tracking ► Form completion tracking ► PDF form downloads
  37. 37. Cross-Device Reporting soly moly &cid= 111 &cid= 222 &cid=3 33&uid=456 &uid=456 &uid=456 = Unique Visitor1
  38. 38. Message Triggers: In-line Code vs GTM
  39. 39. Marketing Message Popup Trigger Deployment  Could be used for marketing messages
  40. 40. Cookie Popup Trigger Deployment  Example personalisation message… Personalisation and Surveying individual audience members  Action completion rate monitoring and surveying… Note: both these method require customHTML as there is not currently a template for Qualaroo or GoogleSurveys
  41. 41. Reduce IT Workload (Long Term)  Without GTM  With GTM
  42. 42. GTM for Apps
  43. 43. A/B Testing (apps only)
  44. 44. Native Version Control and Change LogBuilt in Change history and allows for rolling- back/forward to previous state
  45. 45. Questions
  46. 46. GA real time on your phone… New – iOS tinyurl.com/ga-apple Android tinyurl.com/ga-android
  47. 47. Get for iPhone Note: requires QR code reader APP scan the code on the right to get the free QR reader tinyurl.com/iphoneQreader

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